I wouldn’t characterize myself as an entrepreneur. I would characterize myself as someone who has found a couple of different things in life that I believed in with every cell in my body and this is one of them. (soft music) – So you’re the youngest of four brothers including a couple who became cops? – Yeah, well one of them is a Mountie, works for the Royal Canadian Mounted Policemen. The other one was and is no longer a cop, but yeah my dad was a cop as well. – Okay so how did you stay alive as the youngest of four? – You know you get by on your wits. That’s how you do it. You don’t get by on your fists, so yeah it was kind of a rough household.
Sort of, I was less like the youngest brother, but more like a moving target. – Okay (laughing). – It was a lot of, a lot of that stuff. Got handcuffed to the fridge a couple of times. The last time I actually took the fridge door off with me. I was that scared and panicked. Yeah, we’re all super close now, but when we were, when we were kids, it was just everyday was a new and amazing messy stabbing death. (Lee giggling) – Well how did that experience prepare you for life? – It’s weird. It really did though. I mean when you’re a little kid and you’re in a house which sort of feels like, when you’re around people that are five men basically including my brothers and my uncle, who were always around, it sort of, I often felt like I was walking through some sort of weird skin covered forest. (Lee laughing) Just these huge people everywhere and you kind of become hyper perceptive. You start to really sort of think about how you’re gonna survive. So especially my three older brothers who were so sort of physical guys and there was just rough housing like for them was always funny, for me it was like a life threatening situation, so you sort of learn to kind of get by on, well using your mind not your fists.
So I became kind of hyper perceptive as a kid. And I know that that contributed in enormous ways to the different paths I chose in life. Particularly show business and that sort of thing. I was able to kind of constantly mimic people or watch people and look for tiny signs and big signs of danger. So yeah, that was kind of, I think that’s how it shaped me mostly. – Okay so I read that you were overly sensitive and nervous as a kid and that you struggled with shyness and social anxiety. How did that? How bad was it? – I still struggle with those same things. As challenging as they are and they’re also gifts that come with those things.
It’s that same sort of situation where you become kind of incredibly perceptive in ways in which you otherwise wouldn’t. You’re all constantly kind of sensing both real danger and non existing danger. So those are things that really help me in my work, but yeah as a kid, it was tough. I was yeah, I was a kid who I had a lot of anxiety, a lot of different kind of phobias and issues that I had to sort of work through and it took me a long time to kind of recognize those things as assets as opposed to liabilities. – What do you think it stemmed from? – I think it’s you’re standing at that intersection of nature versus nurture.
I think there’s some of it was just genetics I was born with, and some of it is circumstance. I think in any household it’s hard being the fourth, the fourth kid. That’s the kid that’s sort of watching and learning constantly as opposed to the trailblazing eldest boy or girl in any given household. – When you envisioned your life as an adult, was acting the thing that you wanted to do or was there another career at five or six years old that you thought about? – No I mean I always thought I’d end up as in law enforcement like my family, so I didn’t imagine that. Acting was a way to get out of the house. It wasn’t really like a passion when I was a kid. It was something that I was already doing at home to survive, so you kind of… I noticed when I was a kid making people laugh was a great self-defense mechanism.
It really helped me kind of navigate my way through my own home with my older brothers and my dad and I could diffuse them by making ’em laugh. So there was a sort of kind of sing for your supper sort of vibe in my house. That served me in great ways later on, but as a kid it was a means to an end. It was just a way to get out of the house. I could act. I didn’t necessarily want to. I just knew I could. – But specifically improv, you had to improvise and be funny. – Yep. – Is that what led you into acting? – Yeah I mean I loved improv comedy. I’m never gonna say that I was the world’s greatest improv comedian, but that’s something I’ve used in countless ways on every movie and every job I’ve ever done. So I moved to Los Angeles to get into improv comedy and quickly ran out of money and ended up with an agent, getting an agent somehow, or talking, bullshitting some agent into taking me, and then ended up getting a job in show business.
You had success as an actor as a kid to some extent. – I always characterize anybody who works in show business has success as an actor, ’cause it’s a very tough field today. – But I don’t see you as as the stereotypical child star with stage parents. You stayed in school right? – A hundred percent, but there isn’t a single soul on earth who would recognize me from anything in the show biz, entertainment field that would make me a star. I wasn’t a star. I was just a kid who occasionally worked in show business. – Well what was it like in high school? The fact that you were doing this acting, how did your peers perceive that? – I hid it largely in high school then.
I never celebrated. It was always something I kind of really tried to keep as quiet as possible. For me high school was a situation where I thought the more invisible I was the more, kind of, happy I was. So I just wanted to get through that shit show and go live my life. High school can be a pretty violent sort of crazy place, so as a kid I was always trying to be invisible. So I never celebrated this stuff, and a lot of the stuff I did was shown in the United States, but not necessarily shown in Canada, so I could kind of get away with that. – Ah I see, okay, but it laid the foundation. When did you realize that you could make a career out of acting and as a kid did you envision that you could get this big? – No never, I mean I never imagined where I am today.
I think I’d have to be kind of crazy to imagine that, maybe not, dream big right. – Well hey a lot of student council presidents expect to be the president some day. – I guess right and that how they’d probably, that’s probably the best way to become a president, is to want it. But no everything that happened to me is sort of, by sort of an aggregate kind of way. It was very sort of slow and steady. So I think I owe that a lot. I mean I’m grateful for that kind of momentum being very, very sort of snail’s pace as opposed to like a rocket ship, because I’ve watched so many people in this industry come and go in various tragic ways and that sort of thing.
And fame is a weird animal to deal with I think for anybody. So for me it happened so slowly that it’s sort of like getting into a bath over the course of a year. You’re not gonna get shocked by the water be it cold or hot, you’re gonna just immerse yourself in a way that’s really, really slow. So for me there’s nothing medioric about fame or any of that stuff. I was able to really kind of assimilate to it in a way that most people aren’t really offered that, everything’s all or nothing in Hollywood. It’s either you’re the biggest star they’ve ever seen, or you’re done. I somehow found that. I got lucky and found that weird sort of middle ground where I was able to kind of just slowly build my career. (soft music) – I read that you were actually supposed to be in college and you moved to LA without your parents knowing.
Is that true? – Yeah that’s true. Well you would never tell, I would never tell my father that I was dropping out of college. – Where were you supposed to be? – I was supposed to be at Kwantlen University in British Columbia, Canada. And I did go there, for 45 minutes. (Lee laughing) And said, “Nope,” and I left. So I was there for a very short period of time and then I just thought I’m gonna go do this thing, and I’m gonna give it a year, and if it works great. If it doesn’t, I’ll go back to school, get a degree, and go join the work force. – Did your parents find out when they saw you on TV or did you eventually tell them? – No it was about six weeks into my trip in Los Angeles and I called them and said “Hey, I’m in Los Angeles, “I’m not in school.” And then my father hung up on me.
And then my mom called me back and I sort of, she was always kind of the voice of reason, and then my father sort of came around. After I managed to make some money at it and kind of get my foot in the door, I think he was much more accepting of it. But any parent would be like that. – But at that time, it was like– – Oh no, no, it was– – You’re taking a huge risk. – Like I set off a nuclear bomb. – Was there ever, you’re not gonna make it? – Yeah, you always think like that. You never lose that thought. I just wrapped a film that I’d been shooting for four months and at the end of it I thought, “Well this could be my last.” So you always get that, you always– – Well maybe that’s the thing that keeps you good right? – I think so yeah. – One of the things.
– If you get complacent, you’re kind of screwed. – So you didn’t have a lot of money or security when you went to LA, but you had your dream? – Yeah. – What was the experience like and how long did it take you to start to really work? – I eventually ran out of money. I mean my family is a middle class family. My dad was a cop, four kids, we didn’t have anything, I didn’t have anything to kind of lean on in terms of that. So you sort of always had to make our own way. And I eventually ran out of money. So I just asked an agency to meet with me, and I called about 10 of them and then I finally got my foot in the door with one really small agency, and I bullshitted them.
I just said if you send me out on five auditions, I don’t care what they are, what they’re for, I promise you I’ll come back with one. If I don’t come back with one after five, you don’t have to take me on, I’ll leave and I won’t say a word. – Did you get the five? – And somehow I got, the fourth one, I got a sitcom. – What were the other ones? – The other auditions were like, they were like weird like recurring roles on hour long format show.
Then a sitcom came along which was like a lot of improv and stuff. Skills that I had already acquired so I was able to kind of somehow get that job. – When did you consider yourself a successful actor? – Well that’s sort of difficult. I mean I don’t, I think I can now say that I’ve done pretty well in the business. The things I determine as really successful are things that you just sort of have to be the engine on or things that you generate yourself. Content you create yourself. When that kind of stuff works, sort of like the Deadpool stuff or any of that, then I feel like I’ve really done something important or something at least that’s important to me. But I don’t know if I ever sort of sit back and think like “made it,” no. – [Lee] But what was that first role where you made real Hollywood money and how much was it? (Ryan laughing) – I don’t remember what. I mean I did a sitcom for four years, which was probably still the best job I’ve ever had, because it was– – [Lee] The residuals? – No, no, no, it had nothing to do with money.
The best job I’ve ever had because it was a live audience, it was like kind of what I wanted to be doing anyway, which was improv comedy and that kind of stuff. There’s a live audience that would pour in and then this sitcom world is about a six or seven or eight month at most job a year. I meant this was a, you finish your season and then you’re free, so I loved it ’cause I would just go travel. I would go backpacking all over the world. I would do all these sort of things. I think I really spent that money that I made wisely at the time. I got to see the world and have experiences. But back then when you’re an unknown kind of quantity, it’s not like they throw money at you or anything like that. For me, it was a lot more money than I was making driving a forklift, so I was thrilled with that.
I could work six, seven months a year and then go travel for the rest. So that’s kind of how I did it. – So I read that you went through intense physical training to play the action role as Hannibal King in “Blade: Trinity.” How did those roles in the mid 2000’s help you in your career? – They helped me. They helped me more personally than they did in my career I think. Roles, like things like that, were like, “Oh I wonder if I could make one of those drastic, “kind of crazy before and after physical transformations.” and I was given the resources to do it, which the average people who were hanging out at home don’t really have the access to, yeah a trainer, and the company nutrition program, and all these things that I thought were really cool.
And I got to sort of, I got to check out, so yeah that to me was, it was fun to set a goal and hit it in that regard. So it was less about the professional propulsion and more about the personal. – But all this time Deadpool was in development right? I mean do people realize that it took eleven years? – Not a lot of people realize that. I mean it’s really is a part of the narrative I think of the movie though. I mean people who are Deadpool fans know that I was trying to get this made for almost a decade before we got the first one made.
[Deadpool] She’s gonna do a super hero landing. Wait for it. (dramatic music) (pounding) Woo, superhero landing (clapping). You know that’s really hard on your knees. – What were the barriers? Why did it take so long? – Well if you see the character of Deadpool, it’s kind of an unorthodox type superhero. I mean it’s R rated, it’s the character that breaks the fourth wall.
He has cancer. He wears like a giant red body condom around. I mean these are all like unusual things for a superhero movie. You don’t really ever get to see his face. Studios say well you’re casting an actor, we wanna see his face, and Deadpool’s so much bigger than a margin in life than just some guy who’s intermittently clenching his jaw muscles and squinting in nice lighting. So for me it was an opportunity to really kind of showcase something that I had been passionate about for a decade when I got that first one made. – Now I think this really shows me that you had a keen sense of business back then. Especially when the visual effects footage leaked. – Oh yeah. – Suddenly. – Yes, leaked. – From some anonymous person.
Yeah we’re still looking for that person. (Lee laughing) – But it went viral. – My best man’s on the case. – It went viral and when that happened, the next day, they said go ahead right? – Almost overnight. Yeah, they green lit the movie. Not, I mean I think green lit it, but grudgingly, ’cause it was something for ten years I’d been trying to roll this rock up this hill and they kept rolling back on over me. But grudgingly and I say that, just because they gave us the absolute bare minimum amount of money to make the movie. And it was such a great life lesson because necessity truly is the mother of invention and Deadpool’s one of the I think one of the most interesting IP’s out there, because it really meets that intersection of viral marketing and sort of like traditional fan favorite superhero. So like there’s no money for anything. – [Deadpool] At some point, we must all join forces, become a team.
Now how many of you have taken a human life? (swing squeaking) What in the ass? This team (beep) sucks. – What roles did you play in addition to actor on Deadpool one and two, producer and writer, were there other roles? – Producer, writer, and I don’t know I worked really closely on the marketing with George Dewey who’s my producing partner now, but at the time worked at Fox. And obviously the marketing team at Fox, but so yeah it was kind of everything. You just sort of wear every hat and try not to lose your mind in the process. Will there be more Deadpool movies? How far do you think the franchise could go? – Well I think it’s like a interesting world. I mean there’s so many aspects of that world that are really scalable to me and I think there’s just not enough ears or hours in the day for the amount of ideas that I have and the other creators of Deadpool have.
We love it and we have a ton of different avenues we could go. I think we just gotta pick one. (soft music) – What’s the biggest lesson that you’ve learned about the business side of film and acting in the last couple of years? – I always just embrace this idea that you know nothing ’cause you don’t. I mean as soon as you think you know exactly what, how it’s all gonna go down, or what audiences are really yearning for, you can be surprised. I love that edict, I like that idea that I believe in film and any endeavor to be a process of collaboration. I think you always have to listen, and always ask for help and the best leaders are the people that hire the best people. So for me that’s the thing that I think that’s the biggest lesson I’ve learned. It’s like just hire the best people you can, people that you connect with, people that you love, people that you can learn from, and that’s how you make, I mean– – But at some point you decided that you wanted to venture beyond acting and get into business.
What made you decide that? – Well I love marketing and I love Gin. (both laughing) So it was kind of a natural marriage. – Okay so that’s a natural segue into Aviation Gin which is your company. Tell me about Aviation Gin? – Aviation Gin is a craft spirit. An incredibly fast growing craft spirit which I am one of the owners of. It’s been around since 2006. It was created in Portland. One of the only, it’s the highest rated gin in the United States, which is important. It scored a 97 in wine tasting magazine. And it’s one of the only spirits that was created through the collaboration of both the distiller and a bartender, which is if you think about it would kind of be the best possible way to create any sort of spirit.
When you have two people who are experts in their field coming together creating the thing that I think consumers would absolutely love. that’s the Aviation Gin in a nutshell or a bottle. Whatever you prefer. – I spoke with Andrew one of your business partners and he told me that you were a fan of Aviation Gin and just reached out to the company. You just picked up the phone, is that true? – Yeah. – That really struck me because he said that in the conversation you called and you wanted to buy the company. – Yeah I did and I was probably told that I couldn’t buy the whole company. – I’m thinking like who does that? Like “Hey, how you doing? “I wanna buy your company.” – Okay I know, usually that sort of ends badly, but it was– – Do you do that often or? – No, no, I’d never done it and it was only because it was sort of, kind of, in a weird way like the same footprint of the Deadpool story.
Which is that I just found this thing that I really believed in and the last time I had a feeling like that was Deadpool. – So there’s a parallel between Deadpool and this company? – There is for me and I’m watching it happen right now. I bought into the company. It was a 20 thousand case a year business and now it’s a 40 thousand case a year business and that’s in less than one year. – What do you attribute that to? – I attribute that to just exposure. Anyone who tries it basically switches to that brand, so the more people you can get to try it, the better your business is. And you lead with I can never be as great an ambassador for Aviation Gin as Aviation can. So for us, it’s that brilliant intersection of a product that is better than anything else on the market and then also marketing.
We love marketing. So marketing Aviation Gin has been one of the most fun endeavors that I’ve ever had. – Which insights from the film business have you brought into the gin business? – Well I mean non traditional marketing is the biggest one. I don’t, and my partner George and I both, sort of feel like the paid ad business is a little tricky these days and not necessarily something that catches waves the way like digital and viral marketing does. Again it goes back to that same lesson I learned on Deadpool, which is necessity is the mother of invention. We don’t have a marketing budget the way some of the big massive century old gin companies do. Ours is tiny. Because of that, we have to think out of the box, and because of that we have so much more fun doing it. So creating Aviation Gin content has been one of the great adventures of my life.
It’s been so much fun. – So you have viral videos that you’re shooting and what other kinds of things are you doing? – Tons of viral videos, tons of, not tons, but just enough that we feel each one that we do invest in makes a huge impact. I mean some of the things that we’ve done have had way over a billion impressions. We did a video with Richard Branson that was giant, we did some stuff with Jimmy Fallon that was huge. And it’s some of it is leveraging relationships.
I mean I recognize the fact that I can get into rooms that maybe unknown guy who owns a gin company can’t. – You think? – Yeah so I definitely use that to our advantage and I also make fun of that in our viral videos. I mean our viral videos are hyper self aware. So you often place me in a position of dum-dum. You know people come up to me all the time and they say, “What makes Aviation Gin so delicious?” Most of the time I run away ’cause non celebrities frighten me. – You have a relationship with Virgin Airlines? – Yeah with Virgin Airlines. – Tell me about that? – That came about pretty organically. Virgin Airlines is sort of like if you’re gonna look at it as an airline, it’s also kind of the rock star airline. And I think that they saw Aviation Gin as this incredibly fast growing spirit and something that they wanted to be more on board their fleet and in all their lounges, and that sort of thing and we just thought, let’s do something fun about it.
So we met with the Virgin team and we came up with this pitch with Richard Branson where I’m sort of sitting there talking to Richard Branson and basically telling Richard Branson that or allowing Richard Branson to believe that I think we’re merging. And he’s just, “Oh no, this is just a partnership.” But as a businessman, I know all deals are about scale, scope, not the least of which scale.
We’re even more focused on R.O.I., K.P.I., 3.P.O, E.P.S., and OMGWTF. – Ryan. – Yes Sir Richard. – Go easy on the business jargon. – I often love casting myself in the role of just complete business idiot, and that’s super fun. Sir Richard Branson is a huge sport about these kinds of things, and he’s so, he very much loves laughing at himself as do I. (soft music) – So what’s your goal? Do you wanna see this acquired or do you wanna grow it exponentially? – I wanna grow it. No matter what happens even if it’s acquired tomorrow, I have to be a part of it’s DNA still, so it’s something I truly, I’m passionate about. So hopefully I’ll get to be a part of this for the next 40 years whether I’m the owner or someone else. – Would you consider expanding into other spirits as well? – I probably would, but I would have to find something that I really truly believe in.
I couldn’t just sort of do it. I also don’t have time for that sort of thing. – Yeah right and it’s not like, I mean could you see yourself expanding into restaurants and all that or is that too much? – No, no I don’t want. No I mean it’s just it’s a matter, I think you have to have an authentic connection with something. I don’t wanna just be the guy who’s just acquiring crap just to acquire crap. I have to have a really authentic connection with it. Otherwise I think the audience, the people that, the consumers of whatever that product is, are gonna know that I don’t have that same sort of fluency with whatever the product is. So I have to have a connection with it. If I don’t, there’s no point. So do you have other investments or is this your main one? – Oh yeah, I have other things that I’m invested in, but I’m not the face of or anything like that. – What kinds of things are you excited about? – I just I get excited about stuff that’s kind of inventive.
I love ingenuity. I love anything that’s sort of I think is interesting. I’m not like a guy that sits around and sort of rolling the dice looking at the stock market and that kind of thing. I don’t know anything about that, but with Maximum Effort Productions is obviously my production company. We are focused on a lot of different kind of fun things. One thing that’s a huge priority for us is again we’re always looking to do stuff that’s a little outside of the box and sort of bucks the traditional system, but we found a kind of a thriller horror story on Reddit believe it or not. Reddit NoSleep called “The Patient who Nearly Drove Me Out of Medicine,” which is one of the most frightening stories I’ve ever read in my entire life. It’s a short story about 80 pages, but it’s just engrossing in every way, and half the time you’re reading it, you have chills going up your spine. So that’s something I’m really excited about just because it’s a completely different avenue to pull source material from which is, it’s pulling it basically from the form of social media which is kind of unorthodox.
And then I think with Maximum Effort we’re gonna look at, we love marketing, so we sort of are branching out in that area yet. We’re not at the point where we’re ready to make some kind of crazy announcement, but it’s something we’re passionate about, we love inventive ground breaking marketing. And that’s something we’re very passionate about, so we’ll see if we move the ball down the field there too.
What do you want the Ryan Reynolds brand to represent long term? – Oh man I think it’s gotta be quality and to some degree something that is also inspiring and entertaining, and fun and doesn’t take itself too seriously. Like I don’t take myself too seriously. There’s an old line from a movie that you would never expect to have that much wisdom, but there’s an old line from Van Wilder which is “Don’t take life too seriously “’cause you’ll never get out alive.” And it’s true. I mean that’s sort of, I’ve held that with me for almost 20 years now since that movie, but it’s very true. That’s it, you’re never gonna get out alive, so have some fun while you’re here.
Now that people know you’re invested in this company, do you have a lot of people trying to get a hold of you and offering you business opportunities? – Yeah, it’s not so much that. I have a lot of people that are trying to get involved in Aviation Gin, so I field a lot of those kinds of inquiries, like “Oh, can I buy in?” Or “Can I invest?”, or can I, pretty much the answer is– – [Lee] That’s a good problem to have I guess. – That’s a great problem to have. I wish I could say yes to the people, but it’s a great, yeah, it’s a great problem to have.
In thinking about your future, what’s important to you? – Family, a hundred percent. As anyone will know it’s almost frustratingly so for some of the people I work with is that I gotta make sure that my time is, my time with my family is prioritized over anything else. – Is it something that you could see your kids involved in one day, Aviation Gin? – Maybe yeah, I mean I don’t, you always wanna give your kids every opportunity possible to sort of sample different walks of life and so I don’t, I have zero investment in them doing anything that I’m involved in be it show business or Aviation Gin. I just want them to do whatever they want to do. I prefer it not be show business. Once they’re 18, no problem. – In fact no show business, go into the liquor business. – That’s where I want you. – Yeah sure. (Ryan laughing) That’s what every responsible parent should do. (Lee laughing) – Ryan Reynolds, thanks a lot. – Thank you for having me, I really appreciate it. (soft music).